Can festivals still break artists in 2025?

Festivals have long been considered fertile ground for breaking artists – an invaluable platform for the latest rising stars to preach to the unconverted and expand their fanbase. But as the post-pandemic live business continues to evolve, there is a growing school of thought that the circuit now serves a different purpose.

UTA agents Tom Jones and Max Lee are well placed to comment, having secured chart-topping electronic/alt pop artist Kenya Grace slots on a record 11 of the 50 top European festivals analysed by IQ and music biz directory and data platform ROSTR last year. For the duo, the festival circuit remains an indispensable part of their booking strategy for new talent.

“When you go to new markets, it’s important to play in front of as many people as you can to earn yourself some new fans,” says Lee. “Then there are other benefits, like livestreaming – [Grace] was streamed at EXIT Festival, and Glastonbury and Reading & Leeds on the BBC, and that gave us professional footage to show to promoters and bookers. Also, those streams go far and wide and live online forever.

“Obviously, we would love to go and play our own shows everywhere. But the costs of touring are so high that if you’re trying to grow through headlines only, it becomes near impossible.”

Jones nods in agreement.

“Festivals are crucial, particularly early in an artist’s career,” he stresses. “If you deliver an incredible festival performance – whether it’s professionally filmed by a member of the artist’s team or by a fan in the crowd and then posted on social media – it has the chance to get in front of so many more eyes than just playing at a festival to 10-15,000 people. That is incredibly beneficial to an artist’s perception and building new fans.”

“Festival audiences are engaged music fans who are discovering new music whilst at the events”

Melbourne-based independent promoter Untitled Group enjoyed a sensational 10th anniversary season, hosting 35,000 attendees at its flagship camping festival Beyond the Valley and 85,000 fans across Brisbane, Perth and Adelaide for its one-day Wildlands event. It also sold out all three days of its AO LIVE festival, which took place during the 2025 Australian Open.

Unsurprisingly, Untitled co-founder Nicholas Greco maintains that festivals still offer the ideal lift-off point for rising stars.

“Festival audiences are engaged music fans who are discovering new music whilst at the events,” he says. “These moments are also shared online which contributes to the post event momentum for artists we often see. For example, at Stum’s closing set at Beyond the Valley in 2023, he performed to 35,000 people, which not only cemented his place in the scene but also drove massive momentum. He went on to sell out 5,000 tickets in Melbourne instantly for his next headline tour.”

Speaking to IQ last year, One Fiinix Live agent Jon Ollier offered a counterpoint – expressing scepticism over festivals’ role in breaking acts, while acknowledging other positives.

“I’ve never been of the belief that a whole lot of music discovery goes on at festivals,” he said. “As soon as festivals got beyond two or three stages, the idea that you have a captive audience isn’t really true.

“What they have always done is help you to establish that cultural identity that comes with having played festivals we consider to be a sort of rite of passage, or that some of the tastemakers and gatekeepers involved in the business would expect you to play in order to demonstrate your cultural relevance.”

“It’s hard to make the argument that festivals are intrinsic to breaking artists”

Runway Artists founder Matt Hanner offers an equally nuanced take.

“We’ve seen a lot of artists rise up that are playing to huge numbers of people now – thousands of people a night – but are not festival staples,” he argues. “So many of those artists can say they’ve developed a great audience without the help of festivals, so it’s hard to make the argument that festivals are intrinsic to breaking artists.

“What artists still like about them is that, in an age when it’s very easy to put music out, festival bookings are another feather in the cap. They’re another badge of honour, a recommendation that says, ‘I must be doing something right, because I’m playing these festivals over the summer.’ It’s a point of difference to separate them from the masses and that’s what we’re all looking for with artists now – and I think that is a big thing.”

Hanner, whose agency roster includes acts such as Highasakite, Cosmo Pyke, Future Teens and Bibi Club, says that a good festival slot can still help sell tickets.

“You still hear of artists amassing a great crowd for a mid-afternoon slot and it helps propel them on to the next stage,” he says. “So it’s not to say that festivals are without their merits and sit outside of everything we’re doing; there are just so many examples of artists that have got to a great point in their career without necessarily being what you would consider a ‘classic’ festival act. There are a lot of pathways to finding your audience now.”

“I try and say to my artists that you shouldn’t build through festivals”

Moreover, Mother Artists co-founder Natasha Gregory senses the current lay of the land has resulted in fewer festival opportunities for nascent artists.

“I think that agents need to have empathy for what festivals and bookers are going through at the moment, because it’s not necessarily an easy sellout, aside from your Glastonburys of the world,” says Gregory. “So I try and say to my artists that you shouldn’t build through festivals and that I understand why festivals are booking a certain artist – and why they’re not – because they have to survive through the years.

“Production costs have quadrupled since Covid and I don’t think everybody necessarily has an understanding of the sheer cost of putting on a festival, nor should they, unless you’re in the business. So I think it’s a really, really hard time for new bands that don’t have teams, that don’t have those viral moments and that don’t have radio. I do think the opportunities are less across festivals.

“However, I also think that if you build the artist as a headline artist in their own right, then when the festivals come, the slots will be better, the budgets will be better, and there will be more people watching.”

Gregory cites the fortunes of one of her most famous acts as evidence.

“When IDLES started, we couldn’t get festivals,” she recalls. “But we didn’t sit there and go, ‘Oh God, what are we going to do? Let’s wait.’ We were like, ‘Fuck, we have Brutalism, this amazing [debut] album. Let’s go out and talk. Let’s play to people.’ And it just built off that.

“They headlined the Other Stage at Glastonbury [last year] and smashed it. Again, those slots need to come at the right time in an artist’s career to really help their next steps.”

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